Methods of Sociological
Research
Sociology
Lesson Outline

An Overview of Research Methods

Qualitative Methods

Quantitative Methods

Issues in Sociological Research (Ethics)
Introduction to Sociology:
Sociological Research Methods
2
Sociology and Common Sense



True or False:
U.S. black/white income gap has
narrowed significantly in recent years.
The ratio of black-to-white family income has
consistently been around 55-60% ever since
the major civil rights laws were passed in the
1960s. There has been some fluctuation, but
not much (Farley 1995, in Farley 1998).
Introduction to Sociology:
Sociological Research Methods
3
Sociology and Common Sense


True or False:
On average, men have a higher
tolerance for both pain and temperature
extremes than women do.

On average, women tolerate pain, heat, and
cold better than men do when physiological
tests are performed. However, U.S. culture
socializes men to be “tough” more than it
does women–so women may often act
wimpier!
Introduction to Sociology:
Sociological Research Methods
4
Sociology and Common Sense


True or False:
Most homeless people choose to be
homeless.

Only ~ 6% of homeless people are that way
by choice (Kendall 2000). 40+% of homeless
adults are actually employed. (Population
Review Bureau supplement). Over 1/4 of
homeless women get that way fleeing
domestic violence.
Introduction to Sociology:
Sociological Research Methods
5
Sociology and Common Sense


True or False:
Teenage pregnancies have increased
dramatically since the 1950s.

Actually, they decreased over past half
century; teens less likely to marry/start
family. Percentage of teen pregnancies
involving unmarried teens increased
dramatically (but even that has been
dropping since the early 1990s). (Kendall
1996)
Introduction to Sociology:
Sociological Research Methods
6
An Overview of Research Methods

Quantitative research uses data that can
easily be converted into numbers, such as
a survey or an experiment.

Qualitative research involves data that
cannot easily be converted to numbers,
such as observation or informal
interviews.
Introduction to Sociology:
Sociological Research Methods
7
An Overview of Research Methods
(cont’d)

Most sociological research uses the
scientific method, which is the standard
for acquiring and verifying empirical
(scientific) knowledge.

Why is the use of the scientific method so
important?
◦ What is the alternative?
Introduction to Sociology:
Sociological Research Methods
8
An Overview of Research Methods
(cont’d)

After conducting a literature review, a
researcher forms a hypothesis (study
time affects exam grade) stating a
potential relationship between two or
more variables (study time, exam
grade).
Introduction to Sociology:
Sociological Research Methods
9
An Overview of Research Methods
(cont’d)

These variables must be clearly defined so
that they can be measured.

Variables must be operationalized, that
is defined in such a way that can be
measured.

Finally, data is collected and the
hypothesis can be tested.
Introduction to Sociology:
Sociological Research Methods
10
Qualitative Methods

One way to collect to data is through
ethnography, a naturalistic method based
on studying people in their own environment
in order to understand the meanings they
attribute to their activities.

Ethnography is often a two-part activity:
active participation in and observation of a
naturally occurring setting, and a written
account (field notes) of what goes on there.
Introduction to Sociology:
Sociological Research Methods
11
Qualitative Methods

In participant observation the
researcher both observes and becomes a
member in a social setting.
Introduction to Sociology:
Sociological Research Methods
12
Qualitative Methods

Interviews involve direct, face-to-face
contact with respondents, and often can
generate large amounts of qualitative data.

As in most research, the researcher identifies
the target population that she wishes to
study, and then selects a sample of people
to be interviewed from that population.

Why use a sample?
Introduction to Sociology:
Sociological Research Methods
13
Qualitative Methods (cont)

Interviews:
◦ A closed-ended question imposes a limit on the
possible responses: for example, “Are you for or
against couples living together before they are
married?”
◦ An open-ended question allows the answer to
take whatever from the respondent chooses: “What
do you think about couples living together before
they are married?”

Why use one over the other?
Introduction to Sociology:
Sociological Research Methods
14
Quantitative Methods

Surveys are questionnaires that are
administered to a sample of respondents
selected from a target population.

Survey research tends to look at large-scale
social patterns and employs statistics and other
mathematical means of analysis.

Most commonly used research method in
sociology!
◦ How come?
Introduction to Sociology:
Sociological Research Methods
15
Quantitative Methods (cont)

Experiments are formal tests of specific
variables and effects that are performed
in a controlled setting where all aspects of
the situation can be controlled.

Used to demonstrate cause and effect

Least commonly used method in sociology
◦ How come?
Introduction to Sociology:
Sociological Research Methods
16
Quantitative Methods (cont)

Many experiments involve using an
experimental group, which is the part
of the test group that receives the
experimental treatment, and a control
group, which is the part of the test group
that is allowed to continue without
intervention so that it can be compared
with the experimental group.
Introduction to Sociology:
Sociological Research Methods
17
Quantitative Methods (cont)

A researcher will investigate whether an
independent variable (IV) causes
changes in the dependent variable
(DV).

IV comes first (time order)

DV is effected by the IV; comes after the
IV in time
Introduction to Sociology:
Sociological Research Methods
18
Existing Sources

Existing Sources refer to any data that has
already been collected by earlier researchers
and is available for future research.

This can include sources such as census data,
newspapers, photography, and cultural
artifacts.

Using existing data is usually less involved
than collecting original data and also gives
researchers access to distant places and
times.
Introduction to Sociology:
Sociological Research Methods
19
Issues in Sociological Research

The research methods described so far
are often applied outside the field of
sociology.

Some examples include the US Census,
political campaign offices, business, and
market research.
Introduction to Sociology:
Sociological Research Methods
20
Issues in Sociological Research
(cont’d)

Most sociologists believe that they should not
allow their personal beliefs to influence their
research.

Max Weber wrote the classic sociological
statement on this issue.

He coined the phrase value-free sociology, an
ideal whereby researchers identify facts without
allowing their own personal beliefs or biases to
interfere.

How likely is this?
Introduction to Sociology:
Sociological Research Methods
21
Issues in Sociological Research
(cont’d)

The American Sociological Association has
developed its own set of code of ethics
to assist researchers avoid bias, adhere to
professional standards, and protect
respondents from harm.

ASA Code of Ethics

Why is a code of ethics necessary?
Introduction to Sociology:
Sociological Research Methods
22
Issues in Sociological Research
(cont’d)

Most universities where research is
conducted also have an institutional
review board, a group of scholars within
a university who meet regularly to review
and approve the research proposals of
their colleagues and make
recommendations for how to protect
human subjects.
Introduction to Sociology:
Sociological Research Methods
23
Take Away Points

Sociology uses the scientific method to
understand society.

This can be done either qualitatively (rich,
detailed data and thick descriptions) or
quantitatively (using data easily converted
into numbers) or a combination of both.

Ethics plays a crucial role in the study of
human social activity.
Introduction to Sociology:
Sociological Research Methods
24